AI at Focus BC: Insights from Every Department

Artificial intelligence is no longer a futuristic concept. It has become a daily tool-used to speed up tasks, support decision-making, and boost creativity. From writing to data analysis, content creation to code review, Al is quickly becoming part of how work gets done in modern, knowledge-driven teams.

While some teams at Focus BC are already using AI effectively to streamline their work, for others it hasn’t been as smooth. Certain tools don’t integrate seamlessly, some outputs lack reliability, and in some cases, AI simply doesn’t fit the way people actually work. Still, across the company, there’s a shared effort to explore its potential while staying realistic about its limits!

This article looks at how Al is (or isn't) being used across departments at Focus BC, and what we're learning from both the wins and the challenges that come.

AI in Development 

In the Development team, AI has become a practical ally, particularly during the coding phase. The team primarily uses ChatGPT and Cursor IDE. Cursor has become the go-to tool for accelerating boilerplate writing and providing useful suggestions for routine logic. ChatGPT is used to speed up repetitive tasks such as scaffolding, architectural discussions, user story refinement, debugging, and documentation.

"I use AI like a coworker sitting beside me: someone I can brainstorm ideas with, ask for advice, request code reviews from, and more. On the non-technical side, AI has been extremely useful for drafting documentation, internal communications, and meeting summaries.” Ricardo Francisco, CTO at Focus BC

However the team approaches AI with caution. One concern is that it can become a crutch for junior developers. AI adds value, but it doesn't replace sound engineering judgment.

Security is another critical factor. AI-generated code can introduce vulnerabilities if not reviewed carefully. At Focus BC, all AI output is treated as untrusted by default and reviewed just like any other code.

But, there are areas still to explore. The team sees strong potential in using AI for automated code reviews, intelligent CI/CD pipeline management, and analyzing user feedback to inform product decisions. These are spaces they’re actively watching as the technology continues to evolve.

AI in Marketing

In the Marketing team, AI isn’t seen as a replacement for creativity. Instead, it’s used as a practical tool to support the day-to-day. It helps with simple, repetitive tasks that don’t need much time or deep thinking, giving the team more space to focus on strategic and brand-driven work.

AI supports the team throughout the creative process from brainstorming and content drafting to reviewing copy and refining ideas. It also massively helps us adapt content across channels, turning one idea into different formats for social, email, blog. Its influence extends across multiple areas of marketing, with the greatest impact on social media, email campaigns, blogging, and website SEO. 

Focus BC team member exploring custom ChatGPTs.

“A key step was creating custom GPTs for each brand: Focus BC, City as a Platform, Mapify and Virtual Venue. These models were trained to understand each brand’s voice, industry, audiences, competitors, past campaigns, and even our partners and events.” Ana Guerra, Head of Marketing at Focus BC

However, AI isn’t just an external-facing tool. It also supports internal tasks, such as preparing marketing reports, presentations, and even training content, allowing the team to communicate insights more clearly across the company.

By reducing the time spent on repetitive processes, the team can produce significantly more output while staying focused on quality and strategy. Given that the Marketing department is made up of just two people, this efficiency has been transformative.

AI in Administration and Finance

In the Administrative and Financial area, AI hasn’t yet become part of daily processes. The team, led by Managing Partner, Nuno Serra, handles work that is largely standardised and often manual.

"The processes in this area are very standardised and often manual. Personal contact, document validation, document classification, accounting documentation, payments, credit and collection, drafting and validation of contracts, reporting, etc.” Nuno Serra, Managing Partner at Focus BC

While AI is occasionally used for tasks like researching best practices or checking legislation, it isn’t currently embedded in internal systems or workflows. That choice is intentional. As Nuno explains, the current focus is on strengthening operations and making sure team members are confident in the procedures before looking into new platforms.

In this case, it’s not a matter of needing AI right away. The foundations are being laid first, with the possibility of exploring automation at a later stage if and when it makes sense.

AI in Sales

In the Sales department, AI has quickly become part of the daily workflow. It plays a practical role in improving communication, refining messaging and supporting the early stages of client outreach.

Vasco Pinheiro, Managing Partner at Focus BC, explains how AI supports the business development process by improving communication.

"AI supports the business development process by improving communication. Whether it’s writing clearer emails or shaping proposals, AI helps craft more effective messages that better convey the value of our products and services." Vasco Pinheiro, Managing Partner at Focus BC

Sales Executive, Filipe Santos, also uses AI regularly to fine-tune product communication in the early stages of client contact, from first emails to follow-ups, making each interaction more relevant and personalised.

Filipe Santos, Sales team member, shows how AI is transforming sales workflows.

Beyond writing, AI is proving useful in sourcing leads, especially when contact information isn’t immediately available through platforms like LinkedIn. It helps uncover alternative paths to reach potential clients while also compiling valuable context about companies, such as revenue figures or average spectator scale. This makes outreach more informed and targeted and in some cases AI even replaces the need for manual search altogether.

AI has clearly made its way into many corners of Focus BC, helping teams work smarter, move faster and stay focused on what really matters. In some departments, it's already a key part of the workflow.

In others, it’s still being explored carefully before taking off. And that’s fine. We’re not adopting AI because it’s trendy. We’re doing it where it makes sense, adds value, and fits the way we work.